Connecting consumers to producers to foster sustainable consumption in international coffee supply – a marketing intervention study

Urban Farm DB summary

An intervention study with 136 consumers, recruited at a fair for sustainable products and lifestyles in Germany, compared three experiential marketing interventions—a promotional video, an in-person presentation, and a mindful tasting experience—designed to connect consumers with the producers of Teikei Coffee, an international Community Supported Agriculture coffee partnership. All three interventions, to varying degrees, created connections between consumers and producers and thereby fostered sustainable consumption behaviour.